"If you look at the numbers, Snapchat is way past being a niche platform," Honda/Acura social marketing manager Alicia Jones told Digiday. "People use Snapchat to communicate with friends through pictures and video in mobile — it's a fascinating and important trend in digital and social right now, and brands have a place to play there."

The first 100 users to add Acura_Insider got a six-second clip of the car speeding around a racetrack.